Experience

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  Flor de Caña

  • Nicaragua
  • Beverage Manufacturing
  • 200 - 300 Employee

  • General Manager Distribuidora CLN

    • Dec 2017 - Present

    • Responsible for the commercial operation of Nicaragua.• Strategic and Business Planning for a distribution company, with four Business Units: Wine & Spirits, Food Service, Food & Beverages and Alcohols.• +380 members of the work team, +60 sales routes, +40 International Business Partners.• Member of the Board of Directors of Central America Liquors Corporation (CALICOR), leading company in the alcoholic beverages market in Honduras. • Member of the Board of Directors of the Chamber of Commerce and Services of Nicaragua (CCSN).• Former president of the Board of Directors of the Association of Distributors of Mass Consumption Products of Nicaragua (ADIPROCNIC).

  • Trade Marketing & Distribution Manager

    • Feb 2014 - Nov 2017

    • Responsible of Sales (Distribution) and Trade Marketing in Nicaragua.• Strategic and Business Planning for premium and standard rums, hard liquor and alcohols.• +95% market share of spirits.

  • Strategy and Business Planning Manager

    • Oct 2011 - Jan 2014

    • Responsible for marketing research. I developed the evaluation platform to monitoring Trade KPI, brand health and consumer U&A.• Key implemented projects: change of sales and distribution model, billing system development, Sales and Trade Marketing execution manuals and guides, policy and procedures, etc.

• 

  Nestle S.A.

  • Central America

  • Consumer Marketing Manager

    • Dec 2006 - Sep 2011
    • Central America

    • Responsible for the strategic planning, consumer research, band strategy, pricing strategy, communication campaigns of brands for Central America Region and Panama. • Planning and monitoring of activities and promotions.• Control of the regional marketing budget.• Experience in different brands...

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  Café Soluble, S.A.

  • Central America

  • Soluble Coffee Marketing Manager

    • May 2006 - Nov 2006
    • Central America

    • Responsible for strategic planning and marketing plan for soluble coffee brands PRESTO and MUSUN in Guatemala, El Salvador, Nicaragua and Costa Rica.• Monitoring implementation of marketing plans.• Brands were acquired by Nestlé in 2006.

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  British American Tobacco

  • Nicaragua

  • Territorial Representative

    • Feb 2003 - Feb 2005
    • Nicaragua

    • Responsible for supervision of 9 sales representatives in Managua: 2,300 retail grocery stores and 50 wholesalers. • Monitoring execution and sales KPI´s. • Main activities implemented: consumer promotions, incentive plans for dependents of the major wholesalers, launch of new regional brand.

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  BBDO Nicaragua

  • Nicaragua

  • Brand Executive

    • Aug 2002 - Feb 2003
    • Nicaragua

    • Responsible for customer service for the development of advertising campaigns, tactical communication, media planning, event coordination, etc. • Clients Served: XEROX, PUBLICAR, FINANCIAL GROUP LAFISE, BANCENTRO and UAM.